Pengaruh Financial Literacy, Financial Attitude, dan Self-control terhadap Financial Management Behavior Pengguna Shopee PayLater di Jawa Barat

Abstract

Perkembangan teknologi mendorong inovasi keuangan, termasuk layanan paylater seperti Shopee PayLater yang populer di Indonesia. Pesatnya pertumbuhan pengguna menimbulkan dampak terhadap financial management behavior. Penelitian ini bertujuan mengidentifikasi karakteristik responden dan menganalisis pengaruh financial literacy, financial attitude, dan self-control terhadap financial management behavior pengguna Shopee PayLater di Jawa Barat. Penelitian dilakukan secara online pada Januari–Agustus 2025 menggunakan metode kuantitatif melalui survei kuesioner Likert kepada 230 responden, dengan analisis deskriptif dan SEM-PLS. Hasil menunjukkan ketiga variabel independen berpengaruh positif dan signifikan terhadap financial management behavior. Implikasi manajerial disusun berdasarkan blue ocean strategy dengan fokus pada penciptaan nilai baru dan inovatif, memberikan kontribusi pada pemahaman faktor-faktor yang memengaruhi financial management behavior paylater dan peluang riset lanjutan di sektor financial technology.

Technological advancements have driven innovations in the financial sector, including paylater services such as Shopee PayLater, which is popular in Indonesia. The rapid growth of its users has impacted financial management behavior. This study aimed to identify respondent characteristics and analyze the influence of financial literacy, financial attitude, and self-control on the financial management behavior of Shopee PayLater users in West Java. The research was conducted online from January to August 2025 using a quantitative method through a Likert-scale questionnaire survey of 230 respondents, analyzed with descriptive statistics and SEM-PLS. The results showed that all three independent variables had a positive and significant effect on financial management behavior. Managerial implications were developed based on the blue ocean strategy, focusing on creating new and innovative value, contributing to the understanding of factors affecting paylater users’ financial behavior and providing opportunities for further research in the financial technology sector.